Raising The Bar Effective Food And Beverage Promotions

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Raising The BarEffective Food And Beverage
Promotions

• PTLA PRA Joint Food And Beverage Conference,
  2007
• February 8, 2007

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Raising The BarEffective Food And Beverage
Promotions

• A thriving beverage program that complements food
  and service is a necessity in todays
  environment.
• Infuse new energy.
• Bring in new clientele.
• Create a buzz.
• Encourage loyalty and repeat business.
• Differentiate from the competition.
• Generate substantial profits.

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Raising The BarEffective Food And Beverage
Promotions

• Keys to a successful beverage promotion.
• Careful planning.
• Choose wines and spirits that fit the style and
  concept of your operation.
• Be creative. Theme based, that tie in with the
  concept/brand.
• Inspire staff enthusiasm and education.
• Involve brokers, distributors, suppliers.
• Get the word out marketing materials.
• Make the most of all your resources.

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Raising The BarEffective Food And Beverage
Promotions

• Creative beverage merchandising sparks great
  sales.
• Smart restaurateurs recognize the value of
  beverage lists which are
• Streamlined Smaller, focused, flexible.
• User Friendly Demystify wine encourage guest
  response.
• Educational Styles, flavors, origins.
• Food Cross-selling beverage list menu.
• Affordable.
• Fun!

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Raising The BarEffective Food And Beverage
Promotions

• Guest profiles, check averages, style of food,
  competitive environment all figure into which
  approaches will work.
• Lists that cross sell to the food menu.
• Lists that encourage sampling via flights,
  portions, carafes, etc.
• Lists that are creative and go outside the box.

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BEVERAGE LISTS THAT CROSS-SELL TO THE MENU
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Southside Café Asheville, NC
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Shaws Crab House Chicago, IL
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Ouzeri Toronto Ontario, Canada
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Venetian Hotel Casino Room Service Menu Las
Vegas
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Raising The BarEffective Food And Beverage
Promotions
Lists that cross sell to the menu.

• No, its not a dating service its a weeks
  worth of great-tasting cocktails hooked up with
  popular appetizers. Promotes trial of one or both
  of the offerings at a reduced package price. For
  example, the Margarita Monday Hook Up offers a
  Don Eduardo Margarita paired with the Skillet
  Queso. The Tennessee Tuesday Hook Up combines a
  Jack Daniels Tennessee Tea with the Awesome
  Blossom, and so on.

HOOK-UP HAPPY HOURS
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BEVERAGE LISTS THAT ENCOURAGE SAMPLING/FLIGHTS
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Southpark Grill Wine BarPortland, OR
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Bacar San Francisco
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One MidtownKitchen Atlanta, GABottomless Wine
Glass
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Dickie BrennansBourbon HouseNew Orleans
Feature Menu ItemBourbon Glazed Venison Short
Ribs
Bourbon Flights Inaugural Flight Buffalo Trace,
Knob Creek, Van Winkle Family Reserve Rye
Woodford Reserve 15.00  The Small Batch Bourbon
Collection Bookers, Bakers, Basil Hayden Knob
Creek 20.00
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BourbonsBistroLouisville, KY
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Flights of Liquor are served in an ice block,
embedded with flower petals. Flights of Liquor
can be requested for vodka, gin, rum, whisky,
tequila and brandy. There are 20 wines that can
be ordered by the glass. Three beers are on
tap, and 20 are available by the bottle. Private
Liquor Lockers can be reserved for 500. If you
order by the bottle you can store your liquor.
Mixes are free with a liquor locker.
NYC
Special Liquor Flights Tequila Styles 20 Corzo
Silve/Corazon Reposado/Partido Anejo Grande
Marnier Flight 32 23 Anniversary/100
Anniversary/150 Anniversary Rums From Around The
World 20 Angostura/Appleton/Pyrat Boutique Vodka
Flights 25 Roberto Cavalli/Jean-Marc
XO/Stolichnaya Elit Premium Gin Flight
16 Hendricks/Beefeater Wet/Martin Miller
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BEVERAGE LISTS THAT GO OUTSIDE THE BOX
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Barking FrogWoodinville, WA
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Café Spuntini Detroit, MI
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Spirit And Wine Dinners

• Possible themes
• The World of Whiskey
• Cooking with Spirits and Wine
• Sparkling Wine/Champagne Dinner
• Old World New World

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Effective Beverage and Food Promotions
Smokys Club - Madison, WI

• Close collaboration between producer, chef
  operator.
• Timing of event.
• PR.
• Congenial atmosphere
• Bit of education.
• Food complements beverage.
• Flawless execution.
• Not necessarily money-maker, thus the term
  promotion.

Martini Bobs Chocolate Covered Cherry Bourbon
Ball Martini
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Effective Beverage and Food Promotions
Rogers, AR

• Plan to include at least three but not more than
  six different products in your tasting.
• Use a white table covering or white place mats,
  allowing the best background for viewing the
  color of the samples.
• Try to limit competing aromas in the area.
  (kitchen aromas accepted)
• Set out a few bottles of non-carbonated bottled
  water.

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Effective Beverage and Food Promotions
Fairmont Hotel Kansas City
Dont forget points to consider.

• Plan with utilize vendors.
• Connect with trade associations.
• Piggyback on area events.
• Tie event to other festive or seasonal
  happenings.
• Look at significant developments in food and
  beverage industries.
• Connect to wine groups and various clubs where
  members are collectors.

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Kiawah Island, Charleston, SC
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Dickie Brennans Bourbon HouseNew Orleans
N. O. B. S.   New Orleans Bourbon Society   A
spirited society dedicated to the appreciation
of fine bourbons   Member Benefits  Invitations
to Bourbon Events, including seminars with master
distillers from the top Bourbon and American
Whiskey producers, Bourbon Dinners and Cocktail
Parties A personalized Bourbon tasting profile
kept in-house for your convenience  Opportunity
to meet and sip with other Bourbon
enthusiasts  Bourbon E-Newsletter with tasting
tips, drink recipes and insider news on the
latest Bourbons entering the market
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• Each Thursday between the hours of 6 and 9 we
  will highlight a specific spirit (i.e. scotch,
  gin, rum) and offer a flight of selected
  producers. And if that werent enough, our
  talented bartenders will be mixing cocktails to
  match! Its a great opportunity to taste and talk
  about what makes the many bottles behind the bar
  so unique. By regulating each tasting to three
  different producers of the same spirit we can
  stay focused on specifics about how these
  products are made, the history behind them and
  how they can work in cocktails. This casual come
  and go event will also be a great way to meet
  new people interested in spirits, cocktails, or
  just plain drinking. The flights and cocktails
  will be offered at special happy hour prices so
  tasting a nice line of single malt scotches wont
  break the bank. So come one come all (over 21)
  and enjoy the delectable pleasures that we call
  SPIRITS.
•  
• August 24 --- Italian Liqueur Night (la vita
  amara dolce)
• Liqueur flight --- Campari, Molanari Sambuca,
  Cynar
• Featured cocktails Negroni Sbagliato (featuring
  Campari)Caffe Shakerato (featuring
  Sambuca)Intosato Noce (featuring Cynar)
•  
• August 31 --- Tennessee Whiskey Night
  (volunteers needed)
• Tennessee flight --- Jack Daniels No. 8, George
  Dickel No. 12, Gentlemanan Jack
• Featured cocktailsFrat Boy (featuring Jack
  Daniels)Dry County Cocktail (featuring George
  Dickel)Nashville Skyline (featuring Gentleman
  Jack)
• September 7 --- Domestic Gin Night (yes, it's
  another gin night)
• Gin flight --- No. 209, Aviation, Junipero
  (Anchor Distiling)
• Featured cocktails White Lady (featuring No.
  209) Aviation (featuring Aviation) Potrero Hill
  Sling (featuring Junipero)
•  
• September 14 --- Blended Scotch Night (yes, we
  put then in a blender)
• Blended Scotch flight --- JB Rare, Dewar's 12
  year, Johnnie Walker Black Label
• Featured cocktails Perfect Rob Roy (featuring
  JB Rare) Bobby Burns (featuring Dewar's 12
  year) Brother in Arms (featuring Johnnie Black)
•  
• September 21 --- Calvados Night (sweet home
  Normandie)
• Calvados Flight --- Adrien Camut 12 year,
  Lemorton Reserve, Domaine Dupont Hors d'Age

Flight Night
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infusion
What can you use? Citrus Pineapple Apricot Peach
Strawberry Apples Berries Mango Papaya Melon
Mint Cilantro Rosemary Thyme Parsley Lemon
Verbena Lemon Grass Vanilla bean Cinnamon Cloves G
inger
bounded only by your imagination
Coffee Hot Chocolate Dried fruits (raisins,
craisins, currants) Peppermint Candy Canes Fruit
Juices Syrups Liqueurs
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Raising The Bar

• More promotions that work.
• Wednesday Wine Night Matt Prentice Group,
  Detroit, MI.
• Walk-around tasting.
• Touching our regulars and reaching new
  clientele.
• Retail Pricing Shiraz, Detroit, MI.
• All wines priced at 50 over cost.
• BTG are marked up normally.
• Raise quality, excitement, turn inventory.

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Raising The Bar

• More promotions that work.
• BYO Dinners Alison at Blue Bell, PA
  Lolita, Philadelphia, PA.
• Great exposure.
• Will continue even with liquor license.